Almost human? A comparative case study on the social media presence of virtual influencers

As virtual agents become prevalent in many domains, virtual influencers have gone live on social media platforms, integrating human networks and interacting with users. Building on research on human-computer interactions, the Uncanny Valley hypothesis, and Computers Are Social Actors paradigm, this paper aims to investigate (1) virtual agents’ similarity to humans in terms of behaviour in human networks and (2) reactions to human versus virtual...